A user’s experience with your site begins with its listing in the search results. While our search is algorithmic and automated, you can have a lot of influence over how your site is listed. Here's some ways you can help create compelling listings that users are more likely to click:
Create useful page titles. Make sure that your title is useful, descriptive, and relevant to the actual page itself. More information.
Use informative URLs. The URL (web address) of a page appears below the title, with words from the user’s query in bold. Your URLs should be simple and human readable. Which do you find more informative: http://example.com/products/shoes/high_heels/pumps.html or http://example.com/product_id=123458?
Provide relevant page descriptions. The descriptive text under the URL is usually taken from the description meta tag on the page. Descriptions should be different and unique to each area of your site. More information.
Add your business to Google Places, to help Google display location information in results.
Manage your sitelinks. Sitelinks (sub-links to individual pages on your site) are meant to help users navigate your site. Sitelinks are automatically generated. This means that you can't specify a sitelink, but you can use Webmaster Tools to ask Google to demote sitelinks you don't like.
Reference BY: Support.google.com/webmasters/?hl=en
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